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Olya Bryksina

Olya Bryksina Title: Associate Professor
Office: 3BC10
Building: Buhler
Email: o.bryksina@uwinnipeg.ca


PhD (Marketing), Asper School of Business, University of Manitoba

MA (Economics), McGill University
BA (Economics), The University of Winnipeg


Olya is an Associate Professor of Marketing at the University of Winnipeg. She received her PhD in Marketing from the University of Manitoba's Asper School of Business in 2014. Her main stream of research examines how consumers' goals influence their decision processes, product preferences, and choices. Recently, her research was recognized with a "Best Paper Award" by the Administrative Sciences Association of Canada. Olya teaches Consumer Behaviour, Fundamentals of Marketing, and Topics in Social Media Marketing at the University of Winnipeg.


  1. Bryksina, Olya, Luming Wang and Trang Mai-McManus (2020), “How Body Size Cues Judgments on Person Perception Dimensions,” Social Psychological and Personality Science, forthcoming.
  1. Bryksina, Olya (2020), “When and Why Choices for Others Diverge from Consumers’ Own Salient Goals,” Journal of Consumer Psychology, 30 (4), 579-597.
  1. Bullard, Olya, Sara Penner and Kelley J. Main (2019), “Can Implicit Theory Influence Construal Level?” Journal of Consumer Psychology, 29 (4), 662-670.
  1. Bullard, Olya and Sara Penner (2017), “A Regulatory-focused Perspective on Philanthropy: Promotion Focus Motivates Giving to Prevention-framed Causes,” Journal of Business Research, 79 (October), 173–180.
  1. Bullard, Olya and Rajesh V. Manchanda (2017), “How Goal Progress Influences Regulatory Focus in Goal Pursuit,” Journal of Consumer Psychology, 27(3), 302–317.
  1. Bullard, Olya, Rajesh V. Manchanda and Anastasia Sizykh (2017), “The ‘Holding-out’ Effect: How Regulatory Focus Influences Preference Formation for Sequentially Presented Choice Alternatives,” Social Psychological and Personality Science, 8(3), 284–291.
  1. Bullard, Olya and Rajesh V. Manchanda (2013), “Do Sustainable Products Make Us Prevention-Focused?” Marketing Letters, 24(2), 177–189.